dc.contributor.convenor | Mike Ewing and Felix Mavondo | |
dc.contributor.author | Kunkel, Thilo | |
dc.contributor.author | Funk, Daniel | |
dc.contributor.author | King, Ceridwyn | |
dc.contributor.editor | Dewi Tojib | |
dc.date.accessioned | 2017-05-03T14:32:36Z | |
dc.date.available | 2017-05-03T14:32:36Z | |
dc.date.issued | 2009 | |
dc.date.modified | 2012-08-15T22:59:26Z | |
dc.identifier.refuri | http://www.anzmac.org/ | |
dc.identifier.uri | http://hdl.handle.net/10072/31870 | |
dc.description.abstract | Sport brand research primarily focuses on sport teams as brands. Although the literature focuses on teams, league branding is becoming increasingly important, due to the fact that professional sport leagues face an increasing competition for spectators, and against other entertainment opportunities. In a desire to be the preferred code of choice, managers of the respective league brands look to leverage their brand associations to establish brand equity in order to buffer the plethora of entertainment choices available to spectators. This study examines whether existing team brand association literature can be applied to leagues, and finds that 12 of the 14 tested associations are applicable for leagues. Furthermore, existing differences between the four football leagues in Australia in terms of the league brand associations are revealed. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.format.extent | 147563 bytes | |
dc.format.mimetype | application/pdf | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Promaco Conventions (for ANZMAC) | |
dc.publisher.place | Canning Bridge, Western Australia | |
dc.publisher.uri | http://anzmac2009.org/ | |
dc.relation.ispartofstudentpublication | Y | |
dc.relation.ispartofconferencename | Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009 | |
dc.relation.ispartofconferencetitle | Proceedings of the ANZMAC Conference 2009 | |
dc.relation.ispartofdatefrom | 2009-11-30 | |
dc.relation.ispartofdateto | 2009-12-02 | |
dc.relation.ispartoflocation | Melbourne | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Sport and Leisure Management | |
dc.subject.fieldofresearch | Marketing Communications | |
dc.subject.fieldofresearchcode | 150404 | |
dc.subject.fieldofresearchcode | 150502 | |
dc.title | Consumer Based Brand Associations for Professional Football Leagues | |
dc.type | Conference output | |
dc.type.description | E1 - Conferences | |
dc.type.code | E - Conference Publications | |
gro.faculty | Griffith Business School, Department of Tourism, Sport and Hotel Management | |
gro.rights.copyright | © The Author(s) 2009. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the authors. | |
gro.date.issued | 2009 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | King, Ceridwyn | |
gro.griffith.author | Funk, Daniel C. | |
gro.griffith.author | Kunkel, Thilo | |